"Emirates Airlines" And "Porsche" Drive High Customer Advocacy In UAE, Reveals A New Study By AMRB (11 February 2015)

In an insightful new study, AMRB, a leading Dubai based regional Market Research and Insights firm has revealed Net Promoter Score ( NPS) of 27 brands in UAE across 5 major categories such as Airlines, Bank Accounts, Credit Cards, Premium Cars and Mobile Service Providers. About 2,660 responses were collected from Dubai, Sharjah and Abu Dhabi. Apart from gauging the loyalty of a firm’s customer relationships, it also talks about the reasons behind the advocacy, and tries to answer some of the related issues that marketers have been grappling with.

NPS commonly known as ‘One Number That You Need to Grow’ has become synonymous with measuring customer advocacy and tracking the same on a continuous basis. While it gives us levels of brand advocacy and reasons thereof, some of the key questions can still remain unanswered, such as:

What about competition across other categories?

Do my advocates actually recommend?

Would they try me again?

And most importantly, would they forgive me for a critical mistake, and still stand with me?

These are questions that AMRB’s NPS-I+ study aim to answer, by covering multiple brands across 5 categories.

The Net Promoter Score is an index ranging from -100 to 100 that measures the willingness of customers to recommend a company's products or services to others. It is used for gauging the customer's overall satisfaction with a company's product or service and the customer's loyalty to the brand. The Net Promoter Score is based on the fundamental perspective that every company’s customers can be divided into three categories: Promoters, Passives and Detractors.A positive NPS score would indicate that the brand has a higher proportion of ‘Promoters’ as compared to ‘Detractors’. Using NPS as a continuous metric helps companies measure theirBrandAdvocacy levels.

“Over the years, studies across industries have shown a strong co-relation between NPS and revenue growth.The underlying philosophy is that just measuring customer satisfaction isn’t enough, companies must understand how likely their customers are to act as Brand Advocates or Promoters. Having said that, NPS in one of many important metrics, and should be looked at in conjunction with other measures”, said Gagan Bhalla, CEO of AMRB.